SEORO M3 Presentation
Transcript of SEORO M3 Presentation
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Market Mix ModelingMarket Mix Modeling
Efficient Marketing andEfficient Marketing andAdvertising yields bottomAdvertising yields bottom--lineline
dollarsdollars
Market Mix ModelingMarket Mix Modeling
Efficient Marketing andEfficient Marketing andAdvertising yields bottomAdvertising yields bottom--lineline
dollarsdollars
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What is Market Mix Modeling?
A process that uses data, analysis and
technology to help companies plan,
measure, validate and optimize their
marketing spend
M3 Market Mix ModelingM3 Market Mix Modeling
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Why Market Mix Modeling?
New media, new markets, new demographics are creating greater
opportunities and greater challenges for marketers.
CEOs are demanding greater accountability of marketing spend.
The impact of multi-channel marketing is difficult to quantifyusing traditional reporting techniques.
Marketers are being asked to make choices regarding allocation
of scarce resources.
Assessing the relative ROI of these choices enables the marketerto make optimize activities and allocations of resources in order
to maximize sales, return and profitability.
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The Objectives of Market Mix Modeling
Identify and quantify sales, marketing and advertising activities
and spending that drive sales
Determine the impact of each activity on sales
Determine the ROI for each activityDetermine the optimal mix of media that will drive new
customer acquisition costs down while optimizing your total
return on customers
Establish a data driven process to monitor and track theeffectiveness of future sales, marketing and advertising activities
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Op
timize the Marketing Mix
M3 Market Mix ModelingM3 Market Mix Modeling
Increase Marketing Effectiveness
Enable targeted marketing campaigns and a
tighter link with sales
Optimize Sales Performance
Identify which accounts to focus
on, with what programs and at
right time
Increase Customer Loyalty and Share
Provide benchmarking and interactive
portal / value add reports to B2B
customers and suppliers to share relevant
data
Ability to plan and execute campaignsbased on highly focused customertargets
Track results across all sales and
marketing activities across variousdimension and calculate ROI
Exception reportingability to identifyand act on unusual behavior
Drive strategic analysis to tactical level.i.e.Which partners should be offeredco-branded advertising?
Increase confidence in decisionsand underlying data
Provide benchmarks, trends andanalytical capabilities in amultidimensional format
Utilize predictive analytics touncover trends in customerbehavior
Interactive portal
Provide value-add data and information to customers and suppliers
Provide individualized/targeted customer portal with advertising
Accelerate market
share growth
Transform Marketing
Mix into an agile
vehicle used by the
organization to make
fast, fact-based decisions
Operational Efficiencies
Data Integration, cleansing, and
preparation automated and supportable
Automated Processes
Minimal ManualIntervention
Supportable
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M3 Market Mix ModelingM3 Market Mix Modeling
ExampleAnalysis - Market Mix Modeling
Sample Product Market Mix Model - Analysis
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M3 Market Mix ModelingM3 Market Mix Modeling
ExampleAnalysis - Market Mix Modeling
Base: 86.2% Base: 64.4%
Sales Drivers In Top Retailers(All data has been sanitized)
Base: 85.7%
20122012 20132013 20142014
Base Sales
(M)2,066 2,258 2,361
Incr. Sales (M) 176 627 738
Total Sales (M) 2,242 2,885 3,099
% change % change
+ 28.7%
+ 257%
+ 7.4%
+ 17.7%
+ 9.3% + 4.6%
+ 98.3%
- 37.0%
+ 63.3%
+ 48.4%
- 44.7%
+ 24.4%
% change 03/2014
Modeling Period:
Marketing driven
retail sales increased
18% in 2014.
Retailer Pr m ti ns
Acc unt Activities
PO
C nsumer PR
Print
V
3000 3861 4146
2824
77
3234 3408+14.51% +5.38%
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M3 Market Mix ModelingM3 Market Mix Modeling
Are you Ready for Market Mix Modeling
Readiness Self Assessment
Assessment of Information: Analyze the information currently being collected and
understand if it will support providing the answers and activities desired
Assessment of Resources: Determine current state to support, and receive value from
the analysis. Are complementary resources and assistance available from third
parties. Assessment of Delivery Options: Market Mix Modeling can be delivered via
multiple delivery vehicles including outsourcing, Application Service Provider
(ASP), in-house supported.
Value Assessment: Analyze and quantify potential value of this solution.
Recommendations: Market Mix Modeling is an evolutionary process that maychallenge existing paradigms. Prepare a delivery model that recommends
measurable action that can be taken on the highest-value activities first. Deliver in
phases that support the addition of data elements to optimize models to end state
while ensuring that immediate actions delivery promised results.
Readiness Self Assessment
Assessment of Information: Analyze the information currently being collected and
understand if it will support providing the answers and activities desired
Assessment of Resources: Determine current state to support, and receive value from
the analysis. Are complementary resources and assistance available from third
parties. Assessment of Delivery Options: Market Mix Modeling can be delivered via
multiple delivery vehicles including outsourcing, Application Service Provider
(ASP), in-house supported.
Value Assessment: Analyze and quantify potential value of this solution.
Recommendations: Market Mix Modeling is an evolutionary process that maychallenge existing paradigms. Prepare a delivery model that recommends
measurable action that can be taken on the highest-value activities first. Deliver in
phases that support the addition of data elements to optimize models to end state
while ensuring that immediate actions delivery promised results.
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